The 2005 Diamond Awards
REFLECT ON THE PAST. FOCUS ON OUR FUTURE….
Rules and Categories
Spring into Action!
Show off your brilliant creative side. Tout your incredible results. Do both and you’re likely to get your hands on a Diamond. Even if you’re unable to attend the conference, you can still enter. 
Download the Entry Form (Microsoft Word format)
Download the Payment Form (Microsoft Word format). Must be sent separately if paying by share draft/check
Award Categories
- Annual Reports
Entries should cover the 2003 calendar year. Results are Optional.
- Business/SEG Development
Marketing effort specifically intended to increase penetration with existing SEGs or gain new SEGs. Entries can be individual elements or coordinated campaigns. Results are Required.
- Political Action
Marketing/public relations’ effort specifically intended to increase awareness and participation in political issues important to credit unions. Any form of media is eligible. Open to all credit unions, associations, and co-op efforts. Only one set of awards will be given in this category – no asset level breakdown). Results are optional.
- Community/PR Program
Activities or material related to a community/PR program. Activities directed toward a field of membership group are acceptable. Include supporting documents in a three-ring binder. Credit Unions as well as CU Associations/Leagues may enter in this category. Results are optional.
- Community/PR Single Event
Activities or material related to a community/PR single event. Activities directed toward a field of membership group are acceptable. Include supporting documents in a three-ring binder. Results are optional.
- Complete Campaign
Coordinated marketing effort using at least three or more forms of media. If submitting radio ads in this category they must be on compact disc; TV entries must be on ½”VHS or DVD+R. Results are Required.
- Credit Union Association/League Marketing Campaign
Coordinated effort using at least two forms of media. Only one set of awards will be given in this category – no asset level breakdown). Results are optional.
- Credit Union Association Publications
Publication sent by the association to its members. Only one set of awards will be given in this category – no asset level breakdown). Results are optional.
- Direct Mail (single)
Solicitation mailed to members or potential members. Results are Required.
- Direct Mail (series)
Series of solicitations mailed to members or potential members. Results are Required.
- Internal Marketing Incentive Campaign
Program that enhances external marketing efforts by recognizing and/or incenting credit union staff over an extended campaign period. Single events will be excluded. Supplemental materials (employee newsletters, photographs, etc.) are encouraged. Results are optional.
- Web site Marketing
The total website concept with all its elements. Pages developed for use in promoting the credit union. Send a hard copy of initial screen and web page address. Due to the overwhelming response, entries must be received no later that Friday, December 17, 2004. Results are optional.
- Electronic Marketing
Any electronic marketing tool that promotes a credit union product or service. Examples include website banner ads, interactive flash ads and electronic presentations created for CD or website. Results are optional.
- Email Marketing
Any E-Mail activity or offer originating from your credit union that promotes benefits or services. Results are required.
- Logos
Graphic used for corporate identification, or to promote a service or program. Results are optional.
- Membership Packets, Brochures, or Booklets*
Printed information intended to introduce new or potential members to the credit union and its services. Results are optional.
- Miscellaneous
Other marketing, public relations or business development materials not covered in another category. An example for this category is calendars. Results are optional.
- Newsletters (four-color)
Regularly scheduled newsletter from the credit union to its members. Send two consecutive issues. Results are optional.
- Newsletters (two-color or less)
Regularly scheduled newsletter from the credit union to its members. Send two consecutive issues. Results are optional.
- Member Magazine –
Regular or periodic magazine from the credit union distributed to its members or potential members printed in four color or more. Send two consecutive issues (newsletter magazines are accepted). Results are optional.
- Outdoor
Advertising using outdoor media such as billboard or transit system. Please submit a photograph. Results are optional.
- Plastic Access Card Design
Credit, debit, ATM, smart, or phone card. Please submit either a sample card or a color copy. Results are optional.
- Point of Sale Display
This category includes lobby posters, teller counter displays, banners, etc. When possible, please send the actual display or a photo that represents the display well. Results are optional.
- Retail Merchandising
Overall branching strategy designed to enhance member awareness of credit union services. This encompasses the totality of the branch sales environment, including kiosks, ATMs, self-service displays, etc. Photographs of the environment will be accepted. Photos should be a minimum of 8 X 10 and should be in color. Results are optional.
- Print Ad (single)
Paid space advertisement run in a publication. Results are required.
- Print Ad (series)
A series of paid space advertisements run in a publication. Results are required.
- Radio (single)
A single spot carried on paid time. Radio ads must be on compact disc. Results are required.
- Radio (series)
A series of spots carried on paid time. Radio ads must be on compact disc. Results are required.
- Segmented Marketing
Traditionally credit unions have had special programs for seniors and youth. But, the marketplace is much more fragmented today than ever before. This category is for any special marketing efforts you have made to reach a specific segment of your membership: generation X, generation Y, baby boomers, empty nesters, or any other group you have identified. Results are required.
- Statement Inserts
Printed item(s) inserted with member statements. Results are required.
- Television
Single spot or series of spots carried on paid time. TV entries must be on ½” VHS or DVD+R. Results are required.
- Diamond in the Rough –
Awarded to the credit union that displays exemplary results and creativity with a limited budgeted.Results are required.
Eligibility
Any CUNA-affiliated credit union or credit union association/league may enter (CU Associations may only enter categories 4, 7 and 8). Agencies may enter the competition on behalf of their clients.
Awards will carry the credit union or association/league name. No individual entrants’ names will appear on the award.
Timeline
Entries must be received no later than 5:00 P.M., Central Time January 7, 2005 to be accepted into the competition. Entries postmarked December 17, 2004 or earlier qualify for a discount. You will receive an email confirmation shortly after we receive your entry(ies).
Judging will take place January 20 – 22, 2005. Winners will be notified via email no later than February 1, 2005. Awards will be announced at the Recognition Dinner on Friday evening March 18 during the CUNA Marketing Council’s Twelfth Annual Marketing and Business Development Conference in Palm Springs, California
Entries in the web site marketing category (#12) have a deadline of December 17, 2004. This deadline is for this category only.
Rules
All fees are nonrefundable.
Entries must have been distributed to your members for the first time and final results obtained during 2004. Entries distributed in 2003 with final results in 2004 are also accepted.
Entries must be original and not part of a co-op effort (unless noted in entry category). No pre-designed art or materials are allowed. (Stock art and photography as a single component of originally designed pieces are permitted.) No materials originally produced for another organization are allowed in any category.
Unless otherwise stated, an entry consists of only one ad, brochure, or other item.
An incomplete entry form is grounds for disqualification.
If you enter a piece in more than one category, make sure you complete the requirements and entry form for each category. Judges will not cross-reference pieces from one entry to another.
If the quality of entries in a given category is not strong enough, no awards will be given.
Entries become the property of the CUNA Marketing & Business Development Council and will not be returned.
Judges reserve the right to move entries to categories they feel more accurately reflect the nature of the entry.
All judges’ decisions are final.
Fees
It pays to enter early! These discounts apply only if your entry is postmarked December 17, 2004 or earlier.
Fee Per Entry (if postmarked by December 17, 2004)
| CU Asset Size (in millions) |
MBD Member |
Non-Member* |
| Less than $100 |
$50 |
$80 |
| $101-$499 |
$65 |
$95 |
| $500M - $1B |
$80 |
$110 |
| $1B and Above |
$95 |
$125 |
| CU Association |
$80 |
$100 |
Add $25 for each entry postmarked December 18, 2004 or later
Add $20 for “Complete Campaign” entries
Membership
Why not become a member of the CUNA Marketing and Business Development Council? You’ll save on your entry fees, plus you’ll enjoy all the benefits of the world’s largest credit union marketing and business development association! Check out our web site at www.cunamarketingcouncil.org or call the Councils at 800/356-9655, ext. 4357 to join today
Judging
The judges are a mix of nationally acclaimed credit union marketers and other marketing professionals familiar with the credit union industry. They are not permitted to enter the competition themselves. They will judge each entry against other entries in its category and asset division (if applicable), considering each of the following criteria equally:
Strategy: What was the strategy behind the entry? Does the entry make sense given the credit union’s position in the marketplace and competitive factors?
Creative Concept: How does the creative concept position its offer to its target audience? Is the overall concept consistent with the stated strategy and objectives? How well do verbal and visual messages connect to communicate clearly? Are the ideas fresh or time worn?
Design and Production: How effective are the entry’s design elements (typography, art, color, white space); or in the case of broadcast, the entry’s use of talent, visuals and sound? Does the design enhance the idea and make it better? Is attention paid to the “fit and finish” of the final product? Is the quality of the printing, lighting, recording and reproduction polished?
Copy and Communication: Words, either in headlines, body copy or scripts, usually are the key to the success of the entry. Is the writing effective in helping sell the idea? Are products clearly stated or obscured?
Results: How did the entry do, given its objective, budget and strategy? Did the idea behind the entry produce the results it was supposed to?
Entry Procedures
Submit two copies of the entry form. In most cases, your answers should be brief enough to fit in the space provided on the entry form, but if you prefer, you can add a separate page.
Include one sample of your entry. Unmounted entries are acceptable, even preferred.
Mail your entry and entry form to:
CUNA Marketing and Business Development Council
Attention: Debbie Bergenske
5710 Mineral Point Rd.
Madison, WI 53705-4454
Complete the Payment Form (separate from the entry form) and mail with your check to:
Credit Union National Association
P.O. Box 78546
Milwaukee, WI 53278-0546
If you are paying via credit card, you can complete that transaction online or fax the payment form with credit card information to: 608/231-4327.
If you have questions about packaging your entry, please contact Debbie Bergenske, Program Coordinator (phone: 800-356-9655, ext. 4357; email: dbergenske@cuna.coop).
If you have questions about any of the categories or information needed for the entry form, please contact Matt Tebbetts, Greenville FCU (phone: 864/235-6309, ext. 118; email: mtebbetts@greenvillefcu.com).
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